Green Giant is “Hot! Hot! Hot!” in France
It’s tasty! It’s sweet! And it’s hot, hot, hot!
Oui, oui, oui! The Green Giant is hoping French families will cook up its new canned sweet corn in a skillet and serve it as a side dish at any meal.
Why is this such a big deal?
Because corn is often consumed cold as a summertime salad ingredient, French families are not used to enjoying Green Giant “à poêler” (a la skillet) served hot.
Today, only about 20 percent of the French population eats hot-served sweet corn, but that could change with Green Giant “à poêler,” says Sophie Duseigneur, marketing manager for Green Giant and Old El Paso in France, Benelux and Italy.
“Green Giant is taking up the challenge to ‘de-seasonalize’ corn consumption in France and turn a raw, cold ingredient into an appetizing, hot and healthy side dish to enjoy with the family,” Sophie says.
So, what does the jolly Green Giant sound like when he speaks French?
“Chaud! Chaud! Chaud!” (pronounced “show! show! show”) means hot! hot! hot! in French. It’s reminiscent of the Green Giant’s familiar English “Ho! Ho! Ho!”
“In the past four years in France, there has been a massive ‘cooked-in-a-pan’ trend with foods,” says Sophie. “We expect consumers to be surprised and open to trying à poêler as a convenient side dish.”